TD Bank Group (TD) has officially launched its new brand platform, More Human™, marking the first time the Mount Laurel-based financial institution has unified its identity under a single banner across both Canada and the United States.
The platform is a strategic response to the rapid rise of AI and automation in financial services. By positioning “More Human” as its North Star, TD said it aims to prove that even as banking becomes more digital, it must “remain intuitive, empathetic, and centered on human connection”.
The “More Human” platform represents the public-facing evolution of the strategy shared at TD’s 2025 Investor Day. It transitions the bank from its previous regional slogans (such as “Unexpectedly Human” in the U.S.) to a consistent, cross-border promise: to be remarkably human and refreshingly simple.
“Banking works best when it’s built around people,” Tyrrell Schmidt, global chief marketing officer at TD Bank Group, said. “More Human brings that conviction to life – reinforcing that technology should strengthen human connection, not replace it.”
Key Pillars of the More Human Platform:
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Digital with Empathy: Investing in AI (such as the TD AI Prism predictive model) to shorten wait times and personalize advice rather than just cutting costs.
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Unified Identity: Harmonizing the customer experience and brand voice for clients traveling or doing business between Canada and the U.S.
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Intuitive Design: Prioritizing “guided journeys” over pure speed, ensuring customers feel supported during complex tasks like account setup or fraud resolution.
Accompanying the launch is a refreshed visual identity designed to feel “warmer and more dynamic” in digital environments. The updated look replaces the more rigid corporate aesthetic of previous years with a simplified, digital-first design that emphasizes accessibility.
The multimedia campaign kicked off with a 60-second flagship ad titled “The Delivery.” The spot features a small delivery robot navigating a complex city with the help of human passersby—a creative metaphor for TD’s belief that technology requires a human touch to truly succeed.
The brand rollout will be comprehensive, appearing across all 2,200+ North American branches, mobile apps, and ATMs throughout 2026. The initial “The Delivery” ad debuted during the broadcast of football’s biggest game in Canada, with a simultaneous high-visibility launch across major U.S. networks.
